Sports Shoes And Clothing Performance Decline, Outdoor Equipment Counter Trend Growth

In the last two years, Nike The well-known sports brands such as Anta and Lining are stranded in the current severe economic situation, rising costs, and increasing inventory and other unfavorable factors. They are constantly showing bad news of declining performance. However, under the same big economic environment, outdoor sports brands have not been greatly affected, and they still maintain a very fast growth rate.

In October 20th, the outdoor sports brand Pathfinder listed on the gem of Shenzhen announced the performance report of the first three quarters of this year. In the first 9 months of this year, the company's total revenue increased by 45.27% over the same period last year, and its net profit increased by 51.16% compared with the same period last year. It has a very strong contrast with the recent performance and profit decline or even loss of Nike, Lining and Anta. In addition, the Pathfinder still maintained a relatively fast pace of expansion. In the third quarter of this year alone, 126 new stores were opened and the total number of stores increased to 1352.

Coincidentally, the two leading international brands, Columbia and rolls Fowles, which have entered the Chinese market for many years, have been doing well in China in recent two years. The news from Columbia company in August this year shows that the brand has more than 600 stores in 135 cities in China. It is expected that the sales revenue in China will maintain two digit growth this year. In recent years, the company has maintained its two digit growth rate in China.

"Outdoor sports equipment is a relatively new consumer goods, consumption threshold and consumption professional degree is higher, while domestic sporting goods are the basic consumer goods, the difference between the two is still very large." When it comes to Lining and other sports brands and outdoor sports brand performance gap is so big, long-term observation Gym shoes Service industry commentator Ma Gang told reporters, "the domestic outdoor sporting goods market is not big, but it is in a period of rapid growth, there are still many gaps in the market, which is an important reason for its rapid growth."

In fact, through social changes, we can feel that there are more and more "Backpackers" and "donkey friends" around us in recent years. Most of them are young people and middle-aged people with strong spending power. Outdoor activities are essential for outdoor activities.

Reporters found in the survey, there are many ordinary consumers, but also very keen on buying outdoor clothing such as assault clothing. Miss Chang, a white collar working in Beijing, told reporters that "outdoor clothing like outfits has many advantages, such as cold resistance and wind and rain, which are very suitable for Beijing weather."

It is the fast-growing consumer market that results in the high growth of outdoor sports brand performance. And Lining, Anta and other domestic sports brands also seem to be affected by this. market The temptation was to launch some outdoor clothing in recent two years. But in Magang's view, Lining, Anta and other sports brands do outdoor products only as a supplementary category of sporting goods, but not enough for outdoor sports products market. However, Lining, Anta and other sports brands are large scale and strong economic strength. If they can operate outdoor products independently, they will not rule out changing the outdoor sports products market in the future.